Social media and digital food trends are "influencing growing interest in potatoes", according to Bord Bia's horticulture team.

From loaded jacket potatoes to Courtney Cook Bales' viral cheese-stuffed sweet potatoes, social media users are sure to have seen these new trends on their feeds in recent months.

Along with its versatility and availability, the humble spud is also recognised by many for its health benefits, such as being important sources of vitamin C and B6 and fibre, for example.

Bord Bia's horticulture team told Agriland that new research shows younger consumers are "significantly more likely to rely on digital inspiration", over-indexing on recipes from Instagram or TikTok (37%), influencer advice (14%), and emerging tools such as artificial intelligence-generated menu ideas (7%).

"This highlights a fast-moving, trend-responsive audience and growing opportunities to reposition potatoes within modern meal solutions," Bord Bia said.

Ongoing challenges

However, the horticulture team highlighted that there are "ongoing challenges" in maintaining and growing potato consumption.

"New research shows that while Irish consumers strongly value fresh, local produce, consumption is held back by factors such as routine purchasing habits, uncertainty about preparation, and concerns about food waste," Bord Bia said.

Bord Bia said it runs multiple campaigns promoting them, such as the Best in Season campaign.

This has recurring potato-focused promotions throughout the year, including new season potato launches (Queens, Roosters), traditional recipe activations, influencer partnerships and seasonal promotions around key moments such as St. Patrick’s Day, Christmas, and summer.

National Potato Day

Bord Bia also runs National Potato Day, an annual campaign celebrating potatoes’ taste, versatility and nutritional benefits.

The campaign includes public engagement events, influencer partnerships, promotion of modern cooking methods such as air frying.

Meanwhile, a Europe-wide campaign involving Ireland, France and Belgium was co-run by Bord Bia, Europatat and Flanders’ Agricultural Marketing Board (VLAM), and funded by the European Commission.

"It targeted millennials, aiming to address long-term consumption decline by positioning potatoes as modern, healthy and versatile," Bord Bia said.

"The most recent campaign ran until December 2025 and included recipe development and promotion, influencer and social media activations."

Exports

According to latest data from the Central Statistics Office (CSO), Ireland exported €10.8 million worth of potatoes in 2024.

The UK, primarily Northern Ireland, accounted for €10.5 million of this total.

Ireland exports smaller volumes also to countries such as Egypt, France, Spain, and Portugal.